first-party data Archives | AdExchanger https://www.adexchanger.com/tag/first-party-data/ News and Views on Data-Driven Digital Advertising and Marketing Tue, 20 Aug 2024 22:57:54 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 https://www.adexchanger.com/wp-content/uploads/2023/12/cropped-adx-icon-1-32x32.png first-party data Archives | AdExchanger https://www.adexchanger.com/tag/first-party-data/ 32 32 Google Won’t Kill Off Cookies, Consumers Will – And That’s How It Should Be https://www.adexchanger.com/data-driven-thinking/google-wont-kill-off-cookies-consumers-will-and-thats-how-it-should-be/ https://www.adexchanger.com/data-driven-thinking/google-wont-kill-off-cookies-consumers-will-and-thats-how-it-should-be/#respond Wed, 21 Aug 2024 04:35:30 +0000 https://www.adexchanger.com/?p=410968 Google’s decision to cancel cookie deprecation may just be the move that eliminates third-party cookies for good. Exact details are still unclear, but Google said it will offer Chrome users the chance to “make an informed choice that applies across their web browsing.” The fate of cookies is now in the hands of the consumer. […]

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]]> https://www.adexchanger.com/data-driven-thinking/google-wont-kill-off-cookies-consumers-will-and-thats-how-it-should-be/feed/ 0 Bacardi Takes A Sober And Serious Approach To Customer Data Collection https://www.adexchanger.com/marketers/bacardi-takes-a-sober-and-serious-approach-to-customer-data-collection/ Tue, 23 Jul 2024 05:00:12 +0000 https://www.adexchanger.com/?p=408621 Bacardi doesn’t have a digital marketing strategy, per se. And that’s because digital is the rum brand’s marketing strategy, said Laila Mignoni, Bacardi’s global VP of marketing and creative excellence. “We still buy TV, of course, mostly around live sports,” Mignoni told AdExchanger, “but digital is in everything we do; it’s the majority of our media […]

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]]> Unlocking The Power Of AI In Contextual Targeting: A Guide For Agencies https://www.adexchanger.com/data-driven-thinking/unlocking-the-power-of-ai-in-contextual-targeting-a-guide-for-agencies/ Fri, 07 Jun 2024 04:35:37 +0000 https://www.adexchanger.com/?p=405105 The rise of AI is rapidly changing the way agencies and marketers must approach media. Technology companies have developed AI solutions that inform how they shift budgets and strategies toward contextual solutions that bypass the need for any third-party data.  However, a change is occurring as platforms pivot and push hard at AI-driven optimizations. Advertisers […]

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]]> AdExplainer: The Rise Of Sell-Side Curation https://www.adexchanger.com/adexplainer/adexplainer-the-rise-of-sell-side-curation/ Tue, 21 May 2024 04:35:03 +0000 https://www.adexchanger.com/?p=404164 Audience curation is a manifestation of what the online ad industry has long been calling for: closer collaboration between partners that isn’t built on unreliable third-party signals. To curate custom ad inventory, buyers have started working more closely with the sell side. Publishers have strong insights into user browsing behavior that advertisers can use for […]

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]]> How Sell-Side Curation Is Reshaping The Post-Cookie Supply Chain https://www.adexchanger.com/technology/how-sell-side-curation-is-reshaping-the-post-cookie-supply-chain/ Mon, 20 May 2024 04:45:40 +0000 https://www.adexchanger.com/?p=404008 The impending deprecation of third-party cookies (any day now, really, we mean it) is changing how ad tech companies build audiences for media buyers. Sell-side curation is emerging as a post-cookie trend. It involves matching a buyer’s first-party customer data to a publisher’s first-party audience data to create private marketplaces (PMPs). To be clear, deal […]

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]]> Business Insider Embraces Emotional Analysis To Boost Contextual Targeting https://www.adexchanger.com/publishers/business-insider-embraces-emotional-analysis-to-boost-contextual-targeting/ Fri, 03 May 2024 04:45:25 +0000 https://www.adexchanger.com/?p=402010 Tired: vanilla contextual targeting. Wired: contextual targeting that uses emotion-based signals. On Friday, Business Insider (BI) released a new targeting tool called SAGA reACT that analyzes the sentiment associated with its content alongside the emotional reactions the content produces to create actionable, emotion-driven audience segments. But you could argue that BI is a little late […]

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]]> Seizing The Moment: Why Data-Driven Advertisers Must Embrace Transformation Now https://www.adexchanger.com/data-driven-thinking/seizing-the-moment-why-data-driven-advertisers-must-embrace-transformation-now/ Mon, 29 Apr 2024 04:35:11 +0000 https://www.adexchanger.com/?p=401217 The ad industry’s transition from third-party to first-party data infrastructure is the most significant change in digital history. Companies across the ecosystem need to invest in transformation to evolve and retool their business, infrastructure and capabilities.  There are two paths to transformation. Both rely on the corporate accounting definition of the word: making a one-time, […]

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]]> The Trade Desk’s OpenPass Adds Rewards As It Pursues Wider Adoption https://www.adexchanger.com/publishers/the-trade-desks-openpass-will-add-rewards-as-it-pursues-wider-adoption/ Thu, 25 Apr 2024 11:00:58 +0000 https://www.adexchanger.com/?p=401038 Publishers looking to grow their addressable audience just got a new way to entice users to share an email address. The rewarded single sign-on (SSO) provider Bonbon announced on Thursday that it’s integrating with The Trade Desk’s (TTD) OpenPass SSO. Bonbon gives users rewards – such as discounts or chances to win merchandise – for […]

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]]> The NY Post Is Turning First-Party Data Into Direct Deals, With A Little Help From Its Friends https://www.adexchanger.com/publishers/the-ny-post-is-turning-first-party-data-into-direct-deals-with-a-little-help-from-its-friends/ Tue, 23 Apr 2024 16:36:28 +0000 https://www.adexchanger.com/?p=400877 Publishers have heard it countless times: First-party data will be the key to winning ad budgets as third-party cookies disappear. But data science is complicated, and publisher sales teams need help not only gathering first-party data, but using that data to build audiences that are attractive to advertisers. The NY Post has been around for […]

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]]> Inside AB InBev’s Strategy For Tapping Into First-Party Data https://www.adexchanger.com/marketers/inside-ab-inbevs-strategy-for-tapping-into-first-party-data/ Tue, 23 Apr 2024 04:45:56 +0000 https://www.adexchanger.com/?p=400762 Pour one out for third-party data. These days, AB InBev’s digital marketing strategy is built squarely on first-party data. All its first-party data – roughly 100 million customer records – is housed within a single customer data platform (CDP). With all of its data accessible in one place, AB InBev can generate customer insights across […]

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